Effective Spring 2008 the Water Girl, USA brand will
transition to Patagonia Women’s Surf. The decision comes as the final step in Patagonia’s brand architecture simplification, which has included the transition of Lotus Designs to Patagonia Paddling and the reclassification
of the Rhythm collection to Climbing-Inspired Clothing. Water Girl, USA will continue to be sold in the marketplace during both the Spring 2007 and Fall
2007 seasons. In Spring 2008, the Women’s Surf category will be branded Patagonia, with Water Girl as secondary identification on interior labels.
“The Patagonia brand is our strongest asset,” notes John Collins,
Patagonia’s director of US sales, “Our goal is to do everything we can to
support this brand in the marketplace – and this includes bringing Water
Girl under the Patagonia umbrella. Women’s Surf will offer the same fashion
and functionality that made Water Girl so well-liked among our customers,
and it will serve as a natural complement to our popular Men’s Surf
collection.”
With the recent launch of Patagonia’s Men’s Surf line and its subsequent
success in the marketplace, the move comes at an ideal time. Additionally,
the consolidation of lifestyle products under the Patagonia name allows the
company to reduce duplicative styles, increase sales momentum and attract a
younger, ocean-minded customer.
“Our Spring 2008 product assortment will have enough diversity for our
varied distribution needs, and will allow Patagonia dealers to tell a
variety of surf, travel, fish and climbing stories,” says Casey Sheahan,
Patagonia’s President and CEO, “Equally important, this simplified line
structure is a long-term goal of Patagonia’s that’s finally come to
fruition.”
Patagonia thanks both the outdoor and surf industries for their support of
the Water Girl, USA brand over the past several years and promises to make
the transition to Patagonia Women’s Surf as effortless and professional as
possible.
